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Jim, I wish I could say there is one but that would be a lie. Does it take time to make friends? Yes and in a nutshell that is what social media is. Imagine you and your friends are sitting around having a conversation and a salesman you didn't know jumped in and started pushing their product. Would you listen? Probably not.

Strategies vary and with it the tools vary. Sometimes a local forum like can be the most productive place to create "social capital".

What is the goal for auto dealers? Considering the general mistrust of car dealers, the goal is to go from being one of them to one us in the eyes of your community.

"Why are we trying to measure social media like a traditional channel anyway? Social media touches every facet of business and is more an extension of good business ethics."
Erik Qualman, Author of Socialnomics

One last point, social media is not just about sales, its about your bottom line!